Yesterday, Insider ran a press release announcing the hiring of Will Denton to a new position at the IBO. We caught up with Will to get to know him and learn how a musician ended up in the billboard business.
What’s your background?
I have been a professional musician for over 30 years. That industry is very relationship-oriented, and a successful musician has to be adept in sales, marketing, promotions, mediations, and a host of other skills, but above all, they have to be able to adapt to an ever-changing landscape. I believe those skills have helped me tremendously in the billboard business thus far. Plus, I really love engaging with people!
How did you get into OOH?
I started out in A/R at Southern Billboards in Nashville. Charles Garrett, one of my oldest and dearest friends and a musician himself, asked if I could lend a hand at their offices while the owner was convalescing from surgery. I knew nothing about billboards, but I was fascinated by everything I observed, and for some inexplicable reason, was given a chance to go into sales. I landed my first contract with a local university and got the bug, bad. I love the OOH industry, and I’m so excited for this new opportunity with IBOUSA!
Tell us what your responsibilities will be at the IBO?
My title will be an Enterprise Agency Advocate. More importantly, I will be working with Lisa Rondina reaching out to advertising agencies. IBO as a group has a 90,000 face footprint and I’ll be focusing on introducing agencies to the tools we have to fulfill their RFP and other campaign needs.
What excites you about your new position?
I believe in the vision of the IBO, and I’m really excited to be able to bring even more opportunities to our operators. There are some truly innovative things on the horizon for all of us, and I’m honored to be joining this team!
What was the first IBO Conference you attended?
Columbus, Ohio, Fall of 2018. I was so happy to finally put so many faces and names together. I was definitely struck by the sense of community I felt and the sheer amount of helpful information that was so freely shared.
Fun fact about you.
I once delivered a pizza to David Letterman on his show.
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